This research aims to investigate the relationship between the Elaboration Likelihood Model (ELM) and consumer involvement under the situation of website shopping. The ELM of persuasion proposed by Petty and Cacioppo (1986) is a dual process theory indicating how attitudes form and change. Websites are essentially a type of information technology. Customers may choose their preferable products through shopping websites with the function of interactive communications and fulfill the transactions through the platform (Sun and Lin, 2009). However, the website should be designed as user friendly, such as necessary information provided and easy to us for customers. On the other hand, consumer involvement is an important part of marketing since it provides essential cues about what are the consumer’s interests, where does he/she search for product information, and how long will it take for the consumer to make a purchase, etc. Additionally, there are different types of involvement that influence different areas related to consumers’ purchase, such as product involvement, purchase decision involvement, advertising involvement, and consumption involvement. This research invites respondents to answer a full size of questionnaire with variables that have adequate dimensions based on literature review. Questionnaire survey with Seven-point Likert scale is conducted and factor analysis, reliability, correlation analysis, and regression analysis methods are applied with SPSS 22.0 software to conduct the empirical analysis. The result indicated the positive effects of ELM on consumer involvement.
